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In Episode 027, Jack has invited Steve Lubetkin. the co-author of "The Business of Podcasting: How to Take Your Podcasting Passion from the Personal to the Professional", to share how he started his podcasting business and now a podcast producer to assist his corporate clients to produce podcasts and videos to spread their corporate messages to reach out to more audiences globally.

Who is Steve Lubetkin?Steve is an award-winning multimedia journalist and veteran PR counsellor. He is currently back in daily journalism where he serves as the New Jersey and Pennsylvania editor for Globe Street dot com, a commercial real estate news website, and national broadcast correspondent for CEO Report dot com. He also produces news content for NJSpotlight dot com.

He is Accredited in Public Relations and a member of the Public Relations Society of America’s prestigious College of Fellows. He served for three years on the PRSA national board of directors.

But he has also been on the cutting edge in using technology for communications and marketing for a very, very, long time. In fact, he was the first music writer to use a portable computer to cover a rock concert – it was a Grateful Dead concert in Englishtown, New Jersey -- in 1977. Steve has included an email address on his business card since 1988.

For almost 13 years, he has been managing partner of The Lubetkin Media Companies. The firm is best-known for producing award-winning audio and video podcasts, corporate photojournalism, and other multimedia content.

Baby Boomers are not tech dummies. They have a lot to offer ...

"You can't make generalisations about us. We are tech savvy. We also have some other experience that can come in handy when people are trying to communicate effectively and don't want to make mistakes. It's helpful to have people who not only understand the technology but also understand what could go wrong if you don't phrase things properly, if you don't do things the right way in a business sense. So we think we have a lot to offer and still you know, and doing it from a consulting perspective rather than as a staff / employee in a corporate setting has been a very rewarding kind of experience for me."

Business Lesson 1 - Why Podcasting?

"With podcasting, you can produce what is essentially a radio show and it can take many different forms and you can broadcast it to a literally global audience by simply posting it to the Internet and distributing it through some of the podcasting channels. That's extremely valuable for people who want to reach potential clients in a global context. So it's just a wonderful way to extend the reach of your message, whether it's a marketing message or a thought leadership message, whatever you want to convey."

Business Lesson 2: Not invest too much money in fancy equipment before you need it!

"People tend to go into, and this is true of almost any business, they'll go into the business and they'll buy the latest and greatest technology for that particular industry before they have the sales to support it."

Business Lesson 3: Understand what your clients want"It's very important that you are aligned with the client's needs. You know doing podcasts for their own sake is not what most companies are about. If they do a podcast or a video, it has to have some impact on moving the needle on people's behaviour with regard to the products and services that company sells, and so you always have to keep that in the back of your mind how is this going to help them produce it in a way that it's valuable to their perspective clients and helps them move the needle on selling product."

Steve's Favourite Quote" People will go out of their way to avoid telling you "no," so make sure you give them the services that will make them say "yes.""